Social Media Marketing by Gracie Allen
Show Ring Bling Boutique
Overview
Gracie Allen created a social media campaign on Instagram and TikTok to boost brand awareness for the boutique and drive more engagement on the accounts. She also updated the header on her client’s app to feature her Spring Collection.
Company Socials
Purpose
My client manages a small business by herself and struggles to keep an active presence across all platforms as much as she desires. Through the development of this campaign, I aimed to alleviate some of her workload while simultaneously increasing brand awareness for the boutique and driving engagement on the platforms.
The Process
Research
ITo kick off this campaign, I initiated a thorough research process to understand the brand's image and conducted a SWOT analysis. I immersed myself in the boutique market to gauge competitors' strategies and identify areas for the brand to excel in. After pinpointing the ideal target audience as women aged 35-55, I strategized the most effective approaches to engage them on platforms like Instagram and TikTok. In extensive meetings with my client, we discussed her platform preferences and her vision for the app header redesign
Process
My client regularly captures a lot of footage and photos for her website and app, as the boutique sells both online and in-store. However, due to her busy schedule, she struggled to find time to edit these materials into polished content suitable for social media. Thanks to the backlog of footage, I could start creating engaging content across her platforms immediately. In addition to editing this existing content for posting, I created easy-to-follow guides for filming specific videos. These guides not only directed her through filming but also outlined my post-production process, including video editing, audio selection, and captioning. This streamlined the editing process, ensuring efficiency and seamless integration onto her accounts.
Strategy
When editing content for TikTok and Instagram, strategies vary based on the platform and the format, whether it's a photo or a video. I employed various tactics such as engaging hooks, on-screen and captioned calls to action, audience interaction, and other effective strategies, all contributing to an increase in key performance indicators (KPIs). Additionally, I ensured consistency in branding and messaging across both platforms to enhance brand awareness and audience engagement.
Feedback
When designing a header for my client’s app, I collaborated closely with her to understand her vision. Despite our discussion taking place in January, the header still featured a Fall theme. Recognizing the need for a 'Spring refresh' in alignment with her upcoming spring arrivals, I promptly created four versions of the header for her consideration. Providing her with options, I invited feedback and suggestions for any desired changes. Fortunately, she was delighted with the designs and requested only the addition of the logo, which I had been awaiting from her end. Throughout the process of managing her social media presence, she consistently provided valuable feedback and entrusted me with access to her accounts for posting.
Editing and Scheduling
IWhen editing videos for TikTok and Reels, I utilized either in-app editing tools or CapCut, depending on the requirements of each project. For graphics editing on Instagram, Facebook, and the app header, I relied on Adobe Express. Additionally, the guides I created for her content filming served as the foundation for our social media calendar.
Analytics
Another valuable source of feedback and tracking comes from analyzing the analytics of each platform. This allows me to see that I am effectively increasing brand awareness and engagement, backed by actual Key Performance Indicators. Over the past 90 days, Instagram has reached 5,514 accounts, marking a remarkable 666% increase from previous figures. Engagement has also seen a significant boost, with 109 accounts actively engaged, representing a 39.7% increase. Whereas, on TikTok, we observed 12K views, reflecting a substantial 188.6% increase, accompanied by a remarkable 563.6% surge in likes.
Senior Biography
Gracie Allen is an Alma College Senior double majoring in Business Administration and New Media Studies. She is from Alma, MI, and graduated from Ithaca High School in 2021. Her specialization and passion in New Media is social media marketing. This summer, she will be attending the Chicago Center for a Marketing internship.
After college, she is traveling abroad to Italy with Dr. Collamati for a film-making spring term. Following that. she’ll take up an internship at the Chicago center, with the goal of landing a job in fashion or beauty in the Chicago area.
